Personalization is a concept where you are able to provide a user with a more targeted experience on your website, app, or social media posts. In general, people tend to interact with a particular brand in one of three ways:
Personalized content appeals to the latter two, allowing you to gain the trust and loyalty of your audience. Additionally, since social media is the go-to platform for a consumer to view a brand’s messages, the more engaging your brand can be, the more interactions you are bound to receive.
In today’s modern business world, the personalization of content could effectively build an individual’s brand or business and improve conversions.
Before diving into why personalized content works, let’s take a look at the advantages of personalized content on social media and how it can help to build a personal brand:
Advantages of personalized content on social media
1. Attract & Retain More Leads:
By showing only relevant content to people who are interested in your brand, personalized content is more likely to attract potential leads. Visitors are more likely to interact with a brand they find appealing than one that is off-putting.
Additionally, personalized content is more likely to make a lasting impression on your leads than traditional general content. Studies show that personalized content can have 10 times higher CTR than non-personalized content. The reason being, personalized content is more appealing and interesting
2. Attract More Social Media Followers:
Personalized content can lead to more social media followers. People will be far more likely to like, follow and interact with brands when they feel that they have a personal connection. When they interact with you online, they will have a positive view on your brand that will influence their offline behavior. Moreover, the more you interact and engage with people online, the more likely you are to make a positive impact on their perception of your personal brand.
3. More engagement:
Engagement with people is always a good thing! The more you can engage your followers with personalized content the better. If a person is already interested in you, it’s more likely they will interact with your brand. This is a good thing as it can lead to brand building.
If someone is already interested in your content, they are more likely to click on your link to read more about your content. By interacting with them directly, you will be showing that you have a genuine interest in them.
4. Higher brand reputation:
The brands which are proactive on social media with their personal content will be recognized as having a positive attitude and a strong brand. As a result, their reputation will improve. Online influencers should always have something positive to say about those who regularly engage with their content.
This can be used to build an aura of positivity that will help people see you like a more reputable business.
Why does personalized content work?
Many studies have been done which show that, on average, the more personal your content is, the higher the chance of conversions. As with any other marketing tactic, personalization is a great way to capture the attention of your audience.
People want to connect with other people. By interacting with them personally, your content will make them feel like they are connected to you. They will be more inclined to trust you as a brand, and ultimately give your brand more chances of success.
Let’s take a look at 4 reasons why personalized content works on social media:
1. Generic content does not make the reader feel special:
Having to read generic, business-like text can be overwhelming for users. The majority of people prefer to read about things they know, like, and feel personally connected to. They may feel more comfortable and even excited to read personalized content. This gives your brand a boost in terms of engagement and recognition.
2. Makes the reader feel more human:
People want to connect with other people. When content is written for them by someone they know personally, they feel more comfortable connecting with them. They will connect more with your brand as a result. This makes them feel more positive towards your brand, which will eventually build trust.
3. Makes your content stand out:
When content is personalized, it makes it more unique than any other regular content out there. Users will love this and feel more inclined to check out your profile and share it further. When they do share it, they are more likely to promote your brand as a result. Your content will be more likely to drive action if it is personal.
4. Improves your customer’s experience:
Users will feel like they are more in control of the experience. They will feel like they are receiving help from you. As a result, they are more likely to try your products or services. This will help them find your business, and potentially become a customer.
Content marketing is a powerful tool to reach potential customers and turn them into customers. It is an affordable way to increase your sales. It is a great way to improve your ROI and to gain more leads for your business. When you create personalized content, you can increase the amount of time your users spend on your page, which helps drive engagement. This helps you gain leads and increase the value of your business, personal brand.